Smirnoff: Smirnoff Pure Sounds Like
Smirnoff has launched a campaign in New Zealand that to aims to help Kiwis discover the different kinds of music in their neighbourhoods.
The campaign, called The ‘Smirnoff Pure Sounds Like’ and created by YoungShand, hosts playlists on a website called Smirnoff Pure Discovery that were created through artist collaborations, with the likes of Nouri, Theia and Devilskin, representing their hometowns.
For smaller cities and suburbs, the Diageo-owned brand tapped into Spotify listener data, pulling the top tracks from each area.
It also wants the website to be a platform for up-and-coming artists as well as established artists to extend their fanbase.
The campaign is supported by location-specific digital and social communications, targeted Spotify radio ads and out-of-home stickers users can scan to discover their local playlist.
Client - Lion New Zealand
Senior Brand Manager - Simon Warren
Assistant Brand Manager - Sophie McLeay
Agency – YoungShand
Creative Director – Anne Boothroyd
Creative Director – Scott Maddox
Strategy Director – Jesse Kelly
Copywriter – Erin Mattingly
Art Director – Jack Wadham
Account Director – Tymon Rackley
Account Executive — Kirsten Bray
Executive Digital Producer – Kat Cox
Content Producer - Kereti Kanawa
Designers – Marty Goldschmitz & Elliot Oxborough
Developer — Chris Alwin
Photographer/Videographer — Alex McVinnie
Media Agency — Zenith
Andrea Long — Group Business Director
Iris Millington-Bree — Planner/Buyer